Wella sends Shockwaves through Second Life. As part of the integrated campaign ‘Style, Attract, Deploy’, for Shockwaves, Wella has deployed a tactical initiative into Second Life.
Created by the Electric Sheep Company, the Water Fight game allows participating avatars (in specific countries) to battle across designated SL sims using water balloons to score points against other players. This approach is clever because the brand is taken across Second Life by the residents taking part in the competition as opposed to the brand itself .
This is another example of brands using SL on a tactical basis, thus removing the requirement to build out an entire island in support of a campaign. As importantly, this is a simple, fun initiative designed to engage residents and potentially win a L$1m prize. Furthermore, supporting channels have been used to good effect with a a blog on MySpace explaining the promotion and dedicated microsite. Here’s the SLurl over on Sheep Island.
The rules:
Players score points by engaging in a water balloon fight. Players receive 1 pt for each unique participant they hit with a balloon in a given 24-hour period. A unique participate is counted as someone currently participating in the game, that the user has not hit with a water balloon in the last 24 hours. A player can score an unlimited number of points each day, they just can’t hit points for hitting the same opponent over and over.
Thanks to Don Bain at ESC for providing supporting information.